I think the point here isn't that 37s doesn't have GREAT software dev and product dev advice. They certainly do. It's that their marketing advice (like Joel's

I think the point here isn't that 37s doesn't have GREAT software dev and product dev advice. They certainly do. It's that their marketing advice (like Joel's) can be a little off-base. Both created a HUGE cult following with great writing. This cult was a perfect match with their products (webdev geeks for 37s and all dev geeks for Fog Creek). It's a beautiful sales engine, but it isn't particularly repeatable unless you are charismatic, a great writer, and are dedicated to creating a community like this. In absence of this particular bottled lightning, you have to build a sales/marketing engine with some combination of sales guys, adwords, print ads, SEO, viral, whatever... AND (of course) a great product that keeps getting better. (this is all assuming you sell stuff to businesses).